0%
Take-up by regional businesses for BT Superfast Broadband
Telecoms
Mean more. Make the connection.
Connectivity has become a utility, but choosing who provides it hasn’t.
Speed, coverage, reliability, price, service, trust and availability all matter. In a market where propositions can quickly look and sound the same, telecoms brands need to give people a clearer reason to choose and a reason to switch.
At AgencyUK, we combine brand, communications, web and tech to help telecoms and connectivity businesses differentiate their offer, build demand and turn network availability into customer acquisition.
Across national infrastructure programmes, regional broadband rollouts and challenger brands, we’ve helped turn complex technology into propositions people understand and communications that move communities to act.
Our telecoms impact
0,450
Eligibility checks generated for BT Superfast Broadband
0,600
Registrations generated for BT Superfast Broadband
£0.42
Cost per acquisition for BT Superfast Broadband
0m+
Website visits generated through the BT Superfast programme
0,000
Businesses benefiting from improved performance through BT Superfast Broadband
Why is the telecoms sector different?
A broadband network may span regions, but the decision to connect happens at an address.
That makes telecoms unusually dependent on the relationship between geography, availability, audience and timing. For infrastructure providers, demand needs to be created street by street, town by town and region by region, connecting network rollout with the communities able to buy.
Our experience with Gigaclear used localised activation and social media to create what the original strategy described as a sense of “community uprising” around its rural broadband proposition.
We connect central brand strategy with local demand generation. Audiences, creative, media and messaging adapt around the communities where services are available, so the brand stays locally relevant and commercially accountable.
Brand
Mean more through meaningful difference.
Connectivity is harder and harder to differentiate through technology alone.
We find the meaningful difference between your proposition and the alternatives, turning speeds, infrastructure and service promises into a distinctive brand people can understand, remember and choose.
For Gigaclear, we developed a disruptive rural broadband proposition and visual and verbal identity around “Go Go Giga”, creating a challenger platform that could be activated locally.
Strategy
Positioning
Proposition
Identity
Experience
Employer Brand
Communications
Mean more to more people.
Network availability doesn’t create demand on its own.
We combine audience intelligence, creative, media and performance marketing to build awareness and turn it into action, whether through national campaigns or highly localised activation around individual communities and network footprints.
Our BT Superfast work combined web, outdoor, digital, press and social to communicate the benefits of connectivity across Cornwall and the Isles of Scilly, contributing to 50% take-up by regional businesses.
Campaign Planning
Creative
Media
Social
Local Activation
Performance
Web
Mean more through better experiences.
For telecoms brands, the website is part of the sales infrastructure, as well as the place that explains the service.
We design digital journeys that move people from understanding the proposition to checking availability, registering interest and converting, reducing friction at the moments that matter.
The BT Superfast programme generated 64,450 eligibility checks and 22,600 registrations, demonstrating how communications and the digital journey can work together to turn awareness into measurable action.
UX
Development
Availability
SEO
Conversion
Optimisation
Tech
Mean more by learning faster.
Rollout creates thousands of signals: where demand exists, which propositions resonate, which creative performs and which audiences are most likely to convert.
We use AI, data and technology to interrogate those signals faster, helping teams understand audiences, accelerate creative testing, optimise acquisition and make better decisions about what happens next.
AI
Audience Intelligence
Performance
Automation
Agents
Brand OS
One brand at every telecoms touchpoint.
Growth starts well before the point of connection. Telecoms customers move between awareness, availability checks, comparison, recommendations, search, social, websites and sales conversations before they decide to switch.
We bring brand, communications, web and tech together to make the proposition clearer, build demand where services become available and keep improving the journey towards acquisition.
Search
Social
Comparison
Recommendations
Website
Availability Checks
Sales
CRM
“The team demonstrated a passion for technology and creativity which really resonated with BT.”
Dr Ranulph Scarborough
Director, Openreach
Turn coverage into customers.
Build demand where your network is ready for it. Telecoms marketing has to go beyond awareness.
It needs to make technical benefits meaningful, establish trust, create preference and identify where demand exists. Above all, it needs to give people a compelling reason to change what they already have, turning network investment into customer growth.
Brand awareness
Local activation
Search
Paid social
OOH
Content
Availability journeys
Lead generation
Conversion
CRM
Optimisation
Our telecoms experience
We’ve worked across telecoms and connectivity for established providers, infrastructure programmes and disruptive challengers.
That experience spans brand strategy, propositions, visual and verbal identity, campaign development, websites, local activation, social, performance marketing and customer acquisition.
For Gigaclear, it went beyond the brand into the website, campaign activation and sales support across web, outdoor, digital, press and social.
Frequently asked questions
How do you turn network coverage into customers?
Network coverage creates an opportunity. Marketing turns that opportunity into demand.
We use audience and location data to identify where services are available, then connect communications, media and digital journeys to reach eligible customers and give them a reason to switch or sign up. As coverage expands, activity can move with it.
For BT Superfast, our work generated 22,600 registrations. The principle is to connect network availability with customer acquisition, focusing marketing investment where there is both an audience to reach and a service they can actually buy.
Do you work with altnets and challenger brands?
Yes. We work with telecoms challengers, including altnets, competing in markets where larger established providers often have greater awareness, budgets and customer bases.
Challenger brands need a clear reason for customers to notice them and a commercially focused plan for turning network investment into growth. We can connect brand positioning, communications, local activation, media and digital experiences around that challenge.
Being smaller doesn’t mean behaving like a smaller version of an incumbent. The opportunity is to identify what makes the proposition meaningfully different and use it to compete for attention, consideration and customers.
How do you market locally when a network rolls out area by area?
A telecoms network may be national or regional in ambition, but customer acquisition often happens one local market at a time.
We plan activity around where coverage is available, using location and audience insight to focus communications and media on the areas where customers can act. Messaging and activation can then respond to local market conditions while remaining part of one consistent brand and campaign strategy.
As the network expands, the marketing can expand with it. That creates a scalable approach across thousands of local opportunities, rather than spending budget generating demand in places where the service isn’t yet available.
Can you improve availability checkers and sign-up journeys?
Yes. Availability checkers and sign-up journeys are critical points in telecoms customer acquisition. If they’re confusing, slow or disconnected from the campaign, potential customers can disappear just as their interest becomes valuable.
Our web team can use user experience, content, analytics and testing to identify friction and make it easier for people to check coverage and take the next step.
For BT Superfast, our work generated 64,450 eligibility checks. We connect the marketing that creates demand with the digital experience that captures it, helping more eligible prospects move from interest towards registration or purchase.
Ready to mean more?
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